Many years ago digital was about planning display and search and affiliates, and tying them together with a linear post click CPA. With a little knowledge & a bit of experience, you could own a room full of digitally naive marketers and be the smartest man in the room.
The problem with this was that we were about as far from ATL and traditional marketing as we ever got, and that’s the nut we need to crack.
Now we live in a world where digital is no longer a channel but a connection. The digital natives, purists and modern apologists are able to show how the world is connected through the internet. They are able to draw incredible diagrams of data flows, cross-device solutions and a myriad of measurements that look like the nervous system. However the complication they strive for actually extends the problem they seek to solve.
What we do is simple. Outside of the stress, lunches and conference calls, actually what practice a trade. A strategy is a strategy, a plan is a plan. Reaching an audience and measuring impact is bread and butter to all planners, regardless of channel.
Instead of separating digital from the pack by showing off all the little things we can measure and show, we need to go back to basics and work arm in arm with the traditional thinkers. GRP/TVRs are easy to prove and we have years and years experience proving to client that this is a fantastic proxy for broadcast/ATL media’s brand influence.
This is where the traditional planners who are becoming digital have the upper hand over the micro-analysts of the digitally native world. A TV, Press or Radio planner slips with the ease of a river into explaining the simple values of Broadcast VOD, MailOnline or Spotify to a cautious client who presides over years of econometrics data that shows the old ways work.
There’s a tried and tested language and structure in our industry and the digital industry needs to stop trying to be the cool new kid as they simply are the awkward kid trying in the corner, trying to look like they are out of the Matrix.
There is a place for solutions, tech stacks and deep integrations-and this is the bit that gets me excited- but we need to prove this as part of the existing value structure first, rather than the other way around.